The brand and development of China's sanitary industry
Posted on April 02 2022
Is there the most powerful “chest” in the bathroom brand industry? “Sword in the heart and no sword in the hand” is the highest realm pursued by the swordsman. In other words, the most powerful weapon is not in the visible outer but also in the Internal wisdom and entrepreneurship.
I remember a master once said that the economy of the 21st century is all entertainment. It seems that this statement is very reasonable. From the past few years, although many people oppose speculation and advertising wars, CCTV's advertising revenue has continued to rise. Even Zhao Benshan's Spring Festival Gala performance over the past few years is indispensable for embedded advertising.
If you have any profound views on the ceramic bathroom brand industry, I personally think that there are too few elements of entertainment and design, and there are too many ingredients that are deliberately imitated and simply copied. From a marketing perspective, it still stays in the competition for sales channels, but cannot rise to the level of channel competition. It can even be said that the faucet industry as a whole remains in product manufacturing, and the level of awareness of sanitary ware brands and designs is still very low. An industry veteran said that national brands have created a sales model like a large exhibition hall, and we can summarize it as channel innovation, and this innovation obviously still stays on the scale. Opposing crude manufacturing and simple processing is selling blood. But after so many years, we are sad to see that the phenomenon of selling blood has not only disappeared, but is becoming more and more common.
In recent years, the scale of newly-built sanitary ware factories has become larger and larger, and there are more and more new production areas, but the market space has not increased. Instead, real estate has been under pressure from the government, the export environment has continued to deteriorate, and price competition and scale competition have continued. Become an overwhelming force. The excessively high fixed-cost investment and advertising investment have made ceramic enterprises and dealers part-time workers. Analyze the reasons. One is that the cost of renovation and rent is too high, and the other is that the real estate market is too volatile.
So, when many people are cheering for the newly built thousands of acres of factory buildings and the addition of thousands of square meters of exhibition halls, we may even calm down. In the long run, I really don't know if this is a good thing or a bad thing. In addition to working hard on scale, can we find a way to survive without selling blood, but selling wisdom and entertainment? How to find the "chest" in the bathroom brand industry?
First of all, can we consider the Apple model and take the road of innovation and design. Whether Apple makes MP3 or IPHONE phones, they have not considered conventional methods such as diverse styles, strange shapes, and ultra-low prices. Instead, it increases the performance and entertainment functions of the product, so that consumers can enjoy the enjoyment. Conversely, most brands still struggle with models, prices and channels.
Many people always think that only Italy can design, so they always pin their hopes on inviting a few foreign designers to design several models that can win the world. However, they are rarely willing to think about deep issues such as the strategy and brand of their own company. Is it because Chinese people are too stupid to design? In the bathroom brand industry this year, more than a dozen brands that have won the Red Cotton Award and the Red Star Award have emerged. Obviously, we Chinese do not know how to design, but sanitary ware manufacturers do not pay attention to design at first, but are obsessed with "Italian original design". Not only has the brand's height been degraded, but the team's ambition and cohesion have been severely frustrated.
Second, can we consider taking the model of Nike, Adidas, Foxconn and the path of professionalization. Nike and Adidas are specialized in brand operation, while Foxconn is specialized in manufacturing. In the industry, "big and all" and "small and all" have become mainstream. There are many reasons for this phenomenon, and the most important one is that their own production profits are high or their own production hearts are down. From another perspective, the world of maps, Nike, Adidas, their quality is not high, the profit is very low, obviously this reason is not true. However, under the guidance of this thinking, we always worry about the venue and inventory. If the business is good, we will not supply it, the market will fluctuate slightly, and the warehouse will pile up.
Let cold products become full of aura, let manufacturers become a lively and vibrant group, in the end, wisdom and creativity will definitely replace the furnace and exhibition hall to truly show the strength and brand spirit of bathroom manufacturers.